Public Health
Moxie
Moxie is a wellness platform in Calgary, Canada, that empowers people to live a good life on their own terms. It helps educate elderly patients on tracking their activity and well-being, monitoring their medications, and learning about health. The audience is over 65 years old with serious medical conditions. Moxie is a randomized trial run by the University of Calgary, The Interdisciplinary Chronic Disease Collaboration (ICDC), and Emergence.
Idea
Project Goals
Non-compliance (failure to take medications as directed) is a significant problem in the management of chronic disease, especially among older patients.
This leads to patients needing costly treatments in the long-term and puts them at higher risk for hospitalizations.
Create an engaging and effective form of communication for elderly patients that will promote healthy living and proper use of medication, track their exercise and wellness activities, monitor their medications, and learn about health.
Create and develop fun, quirky, and engaging range of direct-mail tri-fold mailers that use story-telling in the form of visuals and content, based on historical references and relatable perspectives to keep patients engaged and motivated.
Process
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Research Elderly Health Needs: Begin by immersing yourself in the health needs and challenges faced by elderly individuals, particularly those with serious medical conditions. Conduct research on common ailments, medication management issues, and the importance of staying active and informed about their health.
Understand Moxie's Values: Gain a deep understanding of Moxie's mission and values as a wellness platform. Learn about its approach to empowering individuals to live fulfilling lives on their own terms and how it addresses the specific needs of elderly patients.
Explore Calgary's Demographics: Dive into demographic data about Calgary's elderly population to understand their preferences, concerns, and communication habits.
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Brainstorm Mailer Content: Brainstorm to generate ideas for the content and design of the tri-fold mailers. Consider how to effectively communicate Moxie's services and benefits in a clear, concise, and engaging manner.
Concept Development: Select promising concepts that align with Moxie's values and resonate with the target audience. Explore different approaches to messaging and design, focusing on simplicity, clarity, and accessibility.
Storyboarding: Develop rough sketches or storyboards to visualize the layout and structure of the tri-fold mailers. Map out how information will be organized across the panels to ensure logical flow and easy comprehension.
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Design Execution: Translate the chosen concept into a visually appealing design for the tri-fold mailers. Incorporate Moxie's branding elements, colors, and imagery that evoke a sense of trust, reliability, and compassion. Ensure that the layout is intuitive and user-friendly for elderly readers.
Print Production: Prepare the tri-fold mailers for printing, creating print-ready files with crop lines and highest quality graphics that convey professionalism.
Distribution Strategy: Develop a distribution strategy to reach elderly patients in Calgary effectively. Consider mailing the tri-fold mailers directly to targeted households, partnering with local healthcare providers for distribution, or distributing them at community events and senior centers.
Tri-fold Mailer Mockups
Impact
3 Year span
156 Weeks of direct-mail mailers
4700 Elderly patients empowered
Credits
In Partnership with Emergence, the University of Calgary, and The Interdisciplinary Chronic Disease Collaboration (ICDC)
My Role
Design Consultant
Expertise
Creative Direction | Communication Design
Tools
Adobe Creative Suite